Bell, E and Leonard, P (2016) Digital Organizational Storytelling on YouTube: Constructing Plausibility through Network Protocols of Amateurism, Affinity and Authenticity. Journal of Management Inquiry. ISSN 1552-6542

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Abstract

In this article, we focus on “digital organizational storytelling” as a communicative practice that relies on technologies enabled by the Internet. The article explores the dialogical potential of digital organizational storytelling and considers how this affects the relationship between online storytellers and audiences. We highlight the importance of network protocols in shaping how stories are understood. Our analysis is based on a case study of an organization, which produces online animated videos critical of corporate practices that negatively affect society. It highlights the network protocols of amateurism, affinity, and authenticity on which the plausibility of digital organizational storytelling relies. Through demonstrating what happens when network protocols are breached, the article contributes toward understanding digital organizational storytelling as a dialogical practice that opens up spaces for oppositional meaning making and can be used to challenge the power of corporations.

Item Type: Article
Additional Information: This is the accepted author manuscript (AAM). The final published version (version of record) is available online via Sage at http://dx.doi.org/10.1177/1056492616660765 Please refer to any applicable terms of use of the publisher.
Uncontrolled Keywords: communication, networks, technology, organizational storytelling, internet, social media
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Humanities and Social Sciences > Keele Management School
Depositing User: Symplectic
Date Deposited: 27 Jul 2016 09:41
Last Modified: 12 Jun 2018 10:57
URI: http://eprints.keele.ac.uk/id/eprint/2052

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